HGTV is planning to enter the holiday season with its Santa HQ experience, which leverages augmented reality, in ten malls across the United States.

The immersive experience, which begins on Nov. 4 and runs through Dec. 24 operated by Macerich, allows holiday shoppers to take Elfie selfies, star in a holiday video, sample the ?Naughty O? Nice Meter? and explore Santa?s observatory by means of Elf-ray vision. Santa HQ is marketed to consumers of all ages, and aims to spread holiday cheer while also ramping up holiday commerce.

?We have thought about a lot of different ways to make sure that the consumer is engaged throughout the process,? said Kurt Ivey, vice president of marketing and property marketing at Macerich, Washington, DC. ?There are things for children, but also for parents of children and folks of all ages that make the trip more enjoyable and memorable.?

Augmented reality
Santa HQ will provide consumers with a way to touch and feel HGTV?s brand in a manner that it hopes will resonate with fans. Shoppers can download the Elf-ray vision mobile application to take an interactive virtual tour of Santa?s observatory, enjoy the night sky, view secret inner-workings of the gears and clocks in the workshop and meet some of Santa?s elf helpers.

For those who prefer not to download the app, the experience is available on provided tablets.

The mobile devices will be used as ?portals? to interact with the digital scenes. Experiences can be reserved in advance through the Santa HQ Web site.

The visit can be continued with a customized photo opportunity to cement the experience in shoppers? minds. Consumers can also share holiday videos or photos via social media sites.

HGTV hopes to reach a wide audience through its partnership with Macerich properties.

?We have developed a great, strong relationship with HGTV,? Mr. Ivey said. ?They?ve seen the value of extending their brand and reaching people in our space. Macerich malls have immensely broad appeal in each market - we reach millions and millions of people during the holiday season.?

Driving holiday commerce
HGTV and Macerich malls are hoping that inspiring consumers with holiday cheer will also help drive holiday sales and more mall visits. For families doing holiday shopping with small children, the Santa HQ experience can serve as an ideal distraction, and may even inspire children to work on their holiday wish lists.

Macerich malls believes this is a dramatically new and engaging attraction for holiday consumers, especially for digitally-savvy millennials. Various retailers will be affiliated with the Santa HQs, depending on each location.

Santa HQ will be available at Macerich properties including Deptford Mall in Deptford Township, NJ, Danbury Fair Mall in Danbury, CT and Tysons Corner Center near Washington, DC. The experience will begin rollouts on Nov. 4, with more malls adding Santa HQ through mid-November.

Santa HQ will also be the setting for a lineup of performers from RCA Records. Additional holiday festivities include hourly light shows set to holiday music from acapella group Pentatonix, and live performances.

Visitors will be able to purchase the Pentatonix holiday soundtrack before taking a picture with Santa.

?This helps us remain very relevant,? Mr. Ivey said. ?We?re taking the traditional, iconic visit with Santa and taking it to the next level. We?re combining high-touch with high-tech.?

?It creates a relevant, interactive experience that can not only enhance visits at the shopping center level, but can also translate to digital that lives beyond the mall. We think that it?s this kind of extension that reminds people that malls are still very current.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York